Marketing automation: how to make the right buying decision (the first time)

Report Statistics

Executive Summary

Only 5% of businesses are currently using marketing automation, yet those that do are generating outsized leads, conversions, and revenue.

But how do you get started -- with selecting, implementing, and maximizing marketing automation?

There are up to 200 vendors in the marketing automation universe. Probably 40 that matter. And each has a confusing mix of features and functionality that can be challenging to understand, compare, and contrast.

This report will help you wade through the swamp.

What you will get in this report

an overview of marketing automation

hard data on ROI you can expect

9 factors to select a marketing automation platform

the factors you MUST consider, and the factors that are irrelevant

what you need to plan before you buy

11 keys to marketing automation success

best bet vendors for B2B, B2C in both enterprise and SMB

24 in-depth overviews of the top marketing automation vendors

Data included

To compile this report, we shortlisted 43 vendors. We interviewed dozens of vendors and end-users, and collected in-depth data on features, pricing, and services on 24 of the top contenders. We also interviewed 776 marketers who are currently using marketing automation, 243 of which completed the full survey, and integrated data from over a thousand marketing technologists who have previously provided their insights into our marketing clouds, mobile marketing automation, and marketing technology ROI reports. Finally, we incorporated market share insights from data partners who spider close to 20 million websites, hunting for clues to marketing technology adoption.

In all, this report is over 130 pages and 24,000 words. But it’s built so that you can quickly survey the contents, identify what insights you need right now, and skip to that specific section.

Here are the vendors included in this report. Those in bold completed our in-depth survey: